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Wedding expos can be overwhelming for both the attendees and the vendors showcasing them.
As a full-time wedding photographer for over a decade, I’ve participated in many of these events and continue to do so.
Within this guide to wedding expos, I will provide tips for photographers (and other vendors) to get the most out of them.
I average about four expos per year and have made these shows a major part of my marketing efforts to reach new clients.
Wedding expos come in a wide range of shapes and sizes – from huge venues with a thousand registered attendees to “by invitation only” tastings at reception ballrooms and meet-and-greets at wedding vendors’ establishments.
Which ones are worthy of your time and why? Let’s dig into it.
Large Wedding Expos
Every year, I attend a large bridal show with over 600+ registered couples at an expo center with two adjacent buildings the size of a sports arena.
Engaged couples walk the floor looking for information about vendors for their upcoming wedding.
They’re given large bags so they can take home brochures on photography and video, DJ and band entertainment, flowers, dresses, men’s formal wear, and more.
The show runs for about 4 hours and is typical of a large bridal expo in most areas.
Door prizes will be announced throughout, fashion shows with models are scheduled, hair and make-up demonstrations are held, and more.
It can get quite noisy and chaotic as couples travel out with friends and family in tow, making for a crowded aisle no matter where your display booth is located.
These large events make it difficult for potential clients to truly connect with you.
These big shows are often the most expensive for vendors to participate in, have the added costs of printing hundreds of promotional pamphlets, and only allow for a brief hello with your potential new client.
The atmosphere is not conducive to signing contracts and doing business.
However, I consider these large events a must. If I were to do only one type of wedding expo, it would be the largest event in my area as it allows me to make a first impression with a vast amount of people in a short period of time.
These large shows should furnish you with email addresses within days of the event ending. If they do not, I will not participate.
It’s important to have a follow-up email campaign to send to the couples who registered for the event. After all, they showed up to learn more about wedding vendors in their area.
You should not be shy about reaching out to them while you are fresh on their mind from visiting your booth.
Here are my pros and cons of showcasing at large wedding expos:
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Pros
A large and diverse crowd = more chances to get booked.
Participating in a big show gives more credibility to your business.
Being among so many different vendors gives you a chance to bond with others, which can lead to referrals.
Participating in one large show gives you a credible list for email marketing for the entire year.
Cons
A large and diverse crowd = more chances to be rejected.
Printing promotional materials to hand out can be expensive in addition to the fee to participate.
Unless your booth really stands out, it’s easy to get lost.
If you decide to give one of these massive events a try, you’ll want to ensure you get the maximum ROI out of your investment.
Here are my tips for showcasing as a photographer at large wedding expos.
Hand out brochures that say and show what you do with encouragement to reach out to you for more information.
Do not hand out pricing sheets. You want to avoid costs being the only differentiator between your business and others.
Stand out by showing LARGE prints to draw people in amongst the sensory overload of the event.
Set up early, walk the expo floor, and introduce yourself to other vendors and your competitors.
Contribute a door prize such as a restaurant gift certificate and, along with it, your information.
Bring an assistant to help out and give you the occasional break.
Wedding Venue Expos and Tastings
Wedding expos hosted by venues are usually more subdued affairs.
They’re often by invitation only to engaged couples who have either already booked their wedding at the space (and now want to show family) or have shown an interest in the venue and are still deciding on where to have their wedding.
Usually, a vendor does not pay to participate (or pays a nominal fee to cover expenses) and is invited by the venue.
You may need to be an established and respected business in your area to be there, as no venue wants its clientele exposed to predatory, fly-by-night businesses.
Treat people right, do good work, and with patience, you will eventually be invited to participate in the festivities.
The benefit of venue-sponsored wedding expos is that these are attended by very serious potential clients, and the atmosphere is such that you will get the chance to talk with them more.
As a bonus, you will probably get lunch, as food tastings are often part of the event.
Here are my pros and cons of showcasing at venue-sponsored wedding expos and tastings.
Pros
A quieter atmosphere allows for more chances to interact with potential clients.
Having a venue “stamp of approval” helps eliminate skepticism regarding your business’s legitimacy.
There will be fewer competitors at a smaller, targeted show like this.
Working alongside the venue and other invited vendors creates a family atmosphere that can be uplifting in spirit.
Cons
Venues do not often send out an email list of attendees.
Some potential clients will ignore your booth as they are there solely to get another look at their venue and/or to taste food.
Here are my tips for showcasing as a photographer at venue-sponsored expos.
Bring an album with images from the venue to show potential clients what their wedding may look like there.
Give an album of images to the venue to help them showcase their space.
Help the couples visiting your booth by pointing out the niceties of having their wedding there, along with potential pitfalls.
Offer to assist other participating vendors with images of their work and/or the common courtesy of holding the door during load out.
When To Not Showcase At A Wedding Expo
If interacting with the general public en masse has your anxiety level at its maximum, showcasing at these events may do you more harm than good.
There are many different ways to meet your ideal clients, and this article is merely here to help with this particular avenue.
I know many successful wedding photographers who want nothing to do with bridal expos. Some fear they will come across as too much of a salesperson and that these shows dilute their artistry.
I, however, look at these events as more of a personal introduction to my work, and I plan on continuing to attend.
If a photographer is at the beginning of their career with a sparse portfolio and an even smaller budget, I’d suggest waiting to join an expo, especially one of the larger ones.
If you only display a couple of 8×10 prints and hand out small business cards, I fear the more established wedding photographers may overshadow you.
Beware of the very small wedding shows and do research on who is hosting them. They may be half the price of the larger expos, but turnout may be lackluster, with the only profiteers being the organizers themselves.
I’m often approached to participate in bridal expos by people I don’t know anything about at venues I’ve never heard of. Ask what kind of promotion is being done for the expo, how many registered attendees they have, and if an email list will be provided to you.
Also, if you decide to participate in one, enrolling in another one in the same geographic area without too much time in between is probably a waste of time and resources. Sometimes, you have to decline the offer politely.
Wedding Expo Bonus Tips
If you’re ready to sign up for an expo in your area, here are a few bonus tips for you.
Keep track of all receipts for the show itself and materials and travel for tax deductions.
Invest in an email marketing platform (I use MailChimp) to reach out to the expo attendees immediately after the show and beyond.
When clients inquire, ask them where they heard of you so you can track how well the expos worked for you.
Look at these expos as one of many tools. Consider More Brides II from Mark Condon of Shotkit for more avenues to reach your ideal clients.
If you have any questions about wedding expos, let me know in the comments. I’ll be happy to respond as soon as I can.
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